NEW YORK CITY — Fortune last week reported that Coca-Cola Co. is using several Google technologies to power a digital signage system that’s less expensive than existing systems. The new signage system is designed to build a digital foundation to foster better connections between Coke and its customers.

Digital signs, which are becoming more common in public spaces, pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell, the Fortune article explained. But a digital signage system can be pricy (a digital menu board can cost up to $40,000). That’s especially exorbitant for a company that sells beverages at thousands upon thousands of points of sale. The goal is to put interactive “endcaps” (retail industry jargon for signs at the ends of store aisles) in all those locations, the article said.

Greg Chambers, global group director of digital innovation at Coca-Cola, tells Fortune how the company is assembling its own system by using several Google technologies. | READ MORE